Exclusive Interview with Wolfram Greiner – the manager for BMW Group trade fair presentations provides insights into the current state of things, the concept of the new presentation and some of its highlights.

A few days ago I had the chance to speak with Wolfram Greiner. He is manager of the presentation of the BMW Group at the IAA in Frankfurt in 2013. What challenges does the new stand concept bring with it, and what is his own personal highlight? Wolfram Greiner answeres these and other questions.

Could you please introduce yourself – who you are and what you do at BMW.

My name is Wolfram Greiner and I am responsible in BMW Group for the international trade fair presentations of BMW, MINI and Rolls-Royce. This includes about 15 trade fairs a year all around the world, from really big events like the IAA to very “small” meetings like the International Motor Show in Dubai.

The concept in 2011 was a continuation of that of 2009. To see the cars drive into the hall in 2009 was a sensation. How was this idea included in the 2013 concept?

It was important to maintain the dynamic presentation – that is how you experience what the BMW is built for: the pleasure of driving. After the round track in 2009 and 2011, we decided to take the presentation to a new level with our the concept of “infinite driving pleasure” as a figure 8 or lemniscate. With this track form we create a direct experience of the products on the 70-meter long straight at the visitor’s platform. In doing so, two stages emerge. A large stage for emotional images and the so-called BMW i lounge in which innovations and functions of the BMW i vehicles will be presented in a moderated format. In addition, our new BMW product geniuses are a novel new way to present the vehicles in a completely new way, the focus this time being on our BMW i Series.

The BMW i vehicles are together with two other premieres the core of the BMW stand. The design of the stand is witness to this fact. What was the biggest challenge in this balancing act.

The concept of infinite driving pleasure was fascinating from the very beginning and everyone, who have presented it to loved it. The biggest challenge was certainly in the implementation – and especially in the many issues that needed to be considered: what materials were suitable, what about the gradients and curves, and how, in particular, do we translate the experience of “infinite driving pleasure”?

When did the construction work in Hall 11 begin?

Since the BMW Group’s trade fair presentation in Hall 11 has a total surface area of 11,000m2, we began in early July with the construction. BMW started first, followed a few weeks later by MINI and Rolls-Royce.

Can you give us a few insights into this process – how many people are involved in the construction of the stand, and what proved to be the most difficult part of it?

All in all, we’re talking here literally about a large construction site. For all three of our brands about 350 people were involved in the construction phase – from the planners to the technicians and fitters. The biggest challenge here was the coordination of the many agencies and contractors.

What do you find the most fascinating about the stand, what was the greatest success for you or what detail you are (now) most proud of – and what detail do you think visitors should pay particular attention to?

The construction of the track at the BMW Group stand is surely my personal highlight. Both the planning and the execution was a masterpiece: elegant yet very high-tech. No visitor should miss this highlight.

The biennial Frankfurt IAA show is BMW's 'hometown auto show,' so as in recent years BMW will occupy an entire hall (Hall 11) at the massive Frankfurt exhibition grounds. The core feature of the BMW stand will be an indoor track which encircles the stand. 24 cars will be placed on the track for rides, including BMW i and M models. This is in addition to 62 BMW models on display at the floor level.

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That was my first thought! I would love to know the budget, though I'm sure we never will. Brand image is everything to a company like BMW, and there really is no price tag too high to maintain that.

I figure at least $200-300. They do it up big. Their 2011 IAA show had more neon than downtown Vegas. I looked at the i3 and i8 concepts, which are pretty much identical to the production models, and thought they'd be 10-15 years in the future. All the big German OE's go crazy at the Frankfurt Show. Best thing is that any sizable European company that exhibits there has bars, and food served by hot babes right in their booth. It's a huge show, I think there are about 9 different exposition halls.